For City Harvest, our mission was to position them as leading experts in food redistribution while amplifying their three core pillars: Value to Food, People, and Planet. Through strategic broadcast placements, we highlighted vital volunteering opportunities and leveraged the news agenda to respond to pressing issues. By aligning our campaign with International Volunteer Day—amid a record demand for emergency food parcels and millions struggling to afford meals—we successfully secured TV and radio coverage that brought national attention to City Harvest’s essential work.